Our SS10 collections

posted on Saturday, 25th July 2009 | find under

Signed off SS10 range for next year. Theme is east meets west, the clash of Californian style beach living and outdoor wild sports such as rock climbing and surfing with eastern calm, history and focus (karate, yoga etc). Colours are beautiful, inspired by fashion - lots of blues ranging from teals to cornflower - and the outdoors - soft taupes of rocks, orange flowers electric blue sky and pale yellow sunshine. Trims reference hiking with twisted fluoro bungee cords and thick ropes. wetsuits influence detailing with zigzag stitching, flattering feminine flatlock seamlines and chunky plastic zips. The eastern influence is felt through use of volume, silk fabrics and soft spa pieces. Even our running jacket has volume and frills and is unexpectedly beautiful.

Our beachwear has taken a sporty turn with each range having an end use (whether it be for the spa, lifeguards or surfers). Beachwear will have the sweaty betty stamp and all PERFORM. Hero pieces for me are the incredibly feminine wetsuit, the pammy zip up swimsuit, the unbelievably gorgeous trisuit, a trench inspired fleece cooldown top and some divine sheer layer yoga tees. The shoot will all be outdoors to capture that lovely free feeling you can have from exercising outside in the summer.

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